Open AccessHow is related the digital marketing innovation and e-leadership in smes. Towards a gender study
Author(s) -
Juan Mejía-Trejo
Publication year - 2019
Publication title -
revista de el colegio de san luis/revista de el colegio de san luis
Language(s) - English
Resource type - Journals
eISSN - 2007-8846
pISSN - 1665-899X
DOI - 10.21696/rcsl9202019948
Subject(s) - transformational leadership , construct (python library) , leadership style , business , marketing , order (exchange) , digital marketing , knowledge management , public relations , political science , computer science , finance , programming language
This paper proposes a construct that relates three previously published models: leadership style, e-leadership skills, and innovation in digital marketing, as a model that reveals how their interrelationships depend on the gender of the manager, in order to achieve the improvement of small and medium enterprises within their digital marketing sector. To this end, documentary research was carried out to determine how gender responds to the aforementioned construct. Among the results, it stands out that there are noticeable differences between the way in which the gender of managers obeys different leadership styles, electronic leadership skills and digital marketing innovation for small and medium enterprises. It is concluded that female executives have greater transformational leadership, are more directed at the business intelligence of small and medium enterprises and the performance of the innovation model, compared to their male counterparts.